Apparatus for cutting of steel cord in strips for tires, characterized by the fact that the band-like cord in its fore end is grasped from above by vacuum suction cups in a feeding device and is at first lifted from a feed table and is fed by a horizontal movement forward to the required length, is let down, and then by means of another series of vacuum suction cups, held from underneath in its advanced position, which latter suction cups are situated at a close distance from the final stage cutting shears of a guillotine type which are adjustable to form a desired angle to the feeding direction of the cord band, whereafter the cut-off steel cord strips are deposited on a feedout band to be subsequently joined together and are finally rolled up in a winding machine.